Kristine Ehrich, Ph.D.

Assistant Professor of Marketing
Kristine Ehrich, Ph.D.
(619) 260-7629
Office Location
Olin Hall 221
  • Ph.D. The University of Texas at Austin, Marketing
  • MBA Colorado State University
  • B.A. Concordia College, Moorhead, MN Biology and Medical Technology
Areas of Expertise

Selected Publications

  • The Effects of Brand Usage on Consumers' Immediate and Delayed Responses to Positive and Negative Comparative Advertisements, Journal of Current Issues and Research in Advertising
  • Girls Just Want to Have Fun: Issues Surrounding the Marketing of Sexual Enhancement Products for Women, Journal of Law, Business & Ethics
  • WIllful Ignorance in the Request for Product Information, Journal of Marketing Research
  • Tolerance of Negativity (TON): Development of a New Measure and Validation in an Advertising Context, Psychology and Marketing
  • Business Unusual: Transforming Business School Curricula through Community Engagement, Metropolitan Universities Journal


Kristine Ehrich joined the faculty of the University of San Diego as an assistant professor of Marketing in the fall of 2008.  Prior to coming to USD, Professor Ehrich spent four years in the Department of Marketing at Washington State University where she earned Professor of the Year awards two of those years. 

Professor Ehrich’s general research interests are in judgment and decision making.  She is particularly interested in the impact that internal tension or conflict has on consumer decision making, the strategies that are used to manage these conflicts and the biases that sometimes result.  She examines these interests in a number of areas, among them ethical decision making and health related decision making. She is especially intrigued by counter-intuitive strategies that consumers use, knowingly or unknowingly, to make their decisions.  Professor Ehrich’s work on consumer decision making regarding ethical attributes has been published in the…